Something to ponder on (not provided) keyword data

I had a thought. It may be a controversial one and I’m not certain where I stand just yet but it’s something to ponder.

We have no right to keyword data. 

We can’t really choose the system we use (Google). Therefore we can’t really change the rules by which we play. Unless you want to convince millions of users to use a different search engine then we are constrained by the nuances of the system.

Information costs money and, as PPC advertisers are paying Google, they get this data as part of the service.

Google has no obligation to give it to anyone else.

A few years ago, even a few months ago, I would have argued that we need to know what people are searching for to create the correct content but (not provided) ties in with a strategic move by Google to drive towards better content – it goes hand in hand with Hummingbird. As hundreds of other people have said before, we should be moving away from creating content for keywords. We should be creating content for ideas, for topics, to provide insight and answer questions. You don’t need target keywords to do this. You just need to know what you’re talking about.

Tim Hodge
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Tim Hodge

Tim Hodge lives and works in Sydney. He specialises in web content including SEO and social media. He also writes about craft beer, art, culture and football.

Feel free to contact him on Twitter @timothyhodge, Google+ and LinkedIn.
Tim Hodge
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About Tim Hodge

I'm Tim, a human being living in Sydney, Australia. I spend a lot of time despairing over Leeds United and the rest of it writing, making/looking at art, reading, watching films and dabbling in SEO, social media and content marketing.
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